This document outlines a campaign to raise awareness of unemployment within the Hispanic community in the U.S. called #WeAreHere. The campaign aims to give a voice to millions of Hispanics through social media by sharing their stories of struggles finding work and opportunities. It will feature a digital landing page telling individuals' stories through a video and images. It will also aggregate social media posts with the #WeAreHere hashtag and highlight the organization La Cocina VA's efforts to generate workforce and economic development. The goal is to make the invisible visible and create hope for a better future.

1. RALPH MACABITAS
JORGE ZAPIEN
LOPEZ NEGRETE COMMUNICATIONS

2. 1
the mission:
GENERATE WORKFORCE AND ECONOMIC DEVELOPMENT WITHIN THE
HISPANIC COMMUNITY.
the call to action:
SPREAD THE WORD. SUPPORT LA COCINA VA WITH YOUR ECONOMIC
CONTRIBUTION. VISIT WWW.WEAREHERE.ORG TO GET INVOLVED.

3. 2
the idea:
WE WANT TO GIVE A VOICE IN SOCIAL MEDIA TO THE MILLIONS OF HISPANICS IN THE U.S THAT
HAVEN’T BEEN HEARD, MAYBE BECAUSE OF THE LANGUAGE BARRIERS, MAYBE BECAUSE OF THE LACK
OF EMPLOYMENT AND OPPORTUNITIES. WHATEVER THE REASON IS, THE ONLY FACT THAT DOESN’T
CHANGE IS THAT THEY ARE HERE, READY AND WILLING TO WORK, EVEN IF THEY SEEM INVISIBLE FOR
MOST PEOPLE. WE WANT TO LET THEM KNOW THAT THEY ARE NOT UNHEARD, WE WANT TO LET THEM
KNOW THAT THEY ARE NOT ALONE, THAT #WEAREHERE.

4. 3
stage 1: activation

5. stage 2: digital landing page
4
“INVISIBLE PEOPLE”
The user is greeted with the strong
visual image of an empty kitchen.
This ties strongly to main theme that
unemployment is an issue among the
community and that there are people
out there seeking these jobs.

6. stage 2: digital landing page
5
“INVISIBLE PEOPLE”
The page then loads to play our video
documentary depicting the struggles of
the Hispanic Community experiencing
unemployment.
In this example, we see the story of
Carmen Ayala, a Honduran immigrant
who has come to the U.S. without
papers and will do the most menial
work to earn a dollar.

7. stage 2: digital landing page
6
#WEAREHERE
The main message of the campaign
then displays after viewing or exiting
the video.
The main message “We Are Here” tells
the story that these people are not
invisible. We have included a floating
tracking counter to display the
monetary contributions that have been
made to the campaign so far.
TRACKER

8. stage 2: digital landing page
7
THE FACE
Images of current La Cocina VA
students and selected members of the
community will be displayed in the
carrousel masthead.
The blurred treatment will be used to
symbolize the non-visibility of these
people.
We have tied this directly with the
contributions and will reveal the
identities once we have reached
a goal amount.
THE FACE

9. stage 2: digital landing page
8
SOCIAL MEDIA AGGREGATOR
We will continuously monitor and
display the voices of millions that
will speak up for our cause in this
section via Twitter with the hashtag:
#wearehere.

10. stage 2: digital landing page
9
TWEET FOR CHANGE
The option to tweet a message will be
available via lightbox.
TWEET A MESSAGE

11. stage 2: digital landing page
10
EMPOWER THEM
This section will highlight
La Cocina VA and will give a link to
learn more about the organization and
their efforts.
Generating Workforce & Economic Development

12. stage 2: digital landing page
11
STAY CONNECTED
Our news section will continue to
highlight progress for the campaign
as well as any press coverage.
This will provide visitors with fresh
new content to keep the mission
alive and going.

13. stage 2: digital landing page
12
WE ARE VISIBLE
After reaching a goal, the pictures
pf the La Cocina VA students and
other selected members of the
communitiy will be revealed.

14. stage 2: digital presence: twitter
13
THE CONVERSATION
To strengthen our social conversations,
we will invite members of our the
Hispanic Community to join our
Twitter channel by allowing one person
per day to be the spokesperson for
change.
We will get to hear their
insights, their stories, and their visions
for a better tomorrow, and ultimately,
give hope to those who are in the
same shoes.

15. stage 2: digital presence facebook
14
THE CONVERSATION (CONT.)
Our same efforts will be reflected on
our Facebook channel and reflect any
news and conversations that happen
on this network.

16. we can create change.
we can create hope.
#wearehere.

17. gracias